When a group such as the A.M.A aligns itself with a specific product or good or service. the alignment carries tremendous significance for individuals, health-care providers, and insurers. Apparently, the top leadership of the AMA recognized that significance only after the association's announcement of its alliance with the Sunbeam Corp. drew criticism. It was then willing fo go to great lengths to change the contract with the for profit product line. One might argue the ethics question" was thereby solved. But the case offers an opportunity to explore the growing dual alignment of the corporate product, good, or service with nonprofit imprimatur. Should a public school system, for example, allow a pharmaceutical company to "sponsor" a biology series or an athletic-wear company to "sponsor" all the physical education equipment? Are there ethical guide lines regarding the consequence of such implied or explicit endorsement ?